摘要
基于2018年陕西省687份农户调查数据,运用有序Logistic回归考察收入质量对农户品牌生鲜肉消费的主效应,采用层次回归分析收入质量各维度间的交互效应以及安全消费意识对"收入质量-品牌生鲜肉消费"的调节效应,采用分组回归检验农户自给对"收入质量-安全消费意识-品牌生鲜肉消费"模型中主要路径的调节效应。结果表明:收入质量中的收入充足性、收入成长性和收入知识性对农户品牌生鲜肉消费存在显著正向影响,收入充足性分别与收入结构性、收入成长性存在显著两两交互效应;安全消费意识对"收入质量-品牌生鲜肉消费"部分路径存在显著调节作用;农户自给对模型中主要路径关系存在显著调节作用。在此基础上提出应优化农户收入质量、强化安全消费意识、采取差异化品牌生鲜肉农村市场推广策略等政策建议。
Based on the survey data collected of 687 farmers in Shaanxi Province in 2018,the ordinal Logistic regression was used to examine the main effects of income quality on the consumption of fresh meat in rural households.The hierarchical regression analysis was used to analyze the moderating effects of the interaction effects of income quality dimensions and the safety consumption consciousness on“income quality-brand fresh meat consumption”.Group regression was used to test the moderating effect of farmers’self-supply on the main path of the model of“income quality-safety consumption consciousness-brand fresh meat consumption”.The results show that income adequacy,income growth and income knowledge have a significant positive impact on the brand fresh meat consumption of rural households.There is a significant interaction effect between income adequacy and income structure as well as income growth.The significant moderating effect of safety consumption consciousness also exits in some paths;farmers’self-supply has a significant moderating effect on the main paths in the model.It is suggested that farmers’income quality should be optimized,safety consumption consciousness should be strengthened,and the differentiated promotion of brand fresh meat in rural market should be adopted.
作者
刘胜科
王奥华
孔荣
LIU Sheng-ke;WANG Ao-hua;KONG Rong(School of Economics & Mangement,Northwest A&F University,Yangling 712100,China)
出处
《农林经济管理学报》
CSSCI
北大核心
2019年第1期88-100,共13页
Journal of Agro-Forestry Economics and Management
基金
国家自然科学基金项目(71773094)
关键词
收入质量
安全消费意识
品牌生鲜肉
农户自给
调节效应
income quality
safety consumption consciousness
brand fresh meat
farmers'self-supply
moderating effect
